Application And Optimization Of CRM In Local Commercial Banks

Along with the process of international financial integration and network economy quickening ,our local commercial banks will face drastic market competitions. The large scale of foreign banks access into China increase the pressure of competition to the local commercial banks. It is essential our commercial banks enhance their core competitive ability to take the advantage in the competition.The future competition between commercial banks mainly focuses on the customers, especially the high-quality ones. In comparison with foreign banks, We should take the embarrassing position of local commercial bank into consideration. Application of CRM in commercial banks will be just the solution. Customer Relationship Management system, on the basis of Internet technology, can adjust and integrate customer information resources through enterprise operation flow recombining CRM system administers customer relationship by more scientific and effective means ,sharing information resources in the corporation, reducing the cost of operating, offering more economic perfect products and services, keeping and attracting more customers, thus obtaining the maximum corporation profit ultimately.This article is start with the practical issues above, and theoretical study will be combined with case studies , It will focused on the status of implementation necessity and the problems of CRM system, then give some suggestions to resolve these problems. This paper is divided into five parts: First , the introduction of the paper, introduce the significance, purpose , ideas, methods, innovative .Then introduce the Theory of CRM, and on the basis of this, introduce the implementation of CRM system on Domestic and foreign commercial banks , analysis the necessity and the problems of CRM system of local commercial banks. The forth part analysis of the CRM evaluation index system .include CRM comprehensive capacity evaluation index system and CRM Performance Evaluation System. Based on the above theoretical analysis, Followed by a case analysis, To the author's own work practice and theoretical understanding of the CRM analysis the implementation of CRM system in××bank. Finally, made a series of optimization for the domestic commercial banks which implemented CRM system.